How to Make Content Marketing Your Recruiting Machine

Ask any growth-minded entrepreneur, and he will tell you that people are the lifeblood of his business. Dig a little deeper, and that same entrepreneur will tell you that hiring, retaining, and motivating great people is one of the most difficult — and at the same time, most rewarding — facets of growing a business.

So why is it, then, that all the buzz surrounding content marketing seems to focus on business-to-business lead generation and customer acquisition programs but doesn’t ever seem to extend to using that same content marketing know-how to recruit the best candidates?

In marketing, we talk a lot about the B2B buying funnel and stages like awareness and interest, consideration and intent, and evaluation and purchase. If done correctly, a smart marketer will match the appropriate content with the right stage of the buying cycle and the right target.

How about the recruiting funnel? You rarely hear about that, but it really doesn’t work all that differently. Here are a few tips for using some of the business-to-business content marketing practices you already have in place to make a significant impact on your recruiting efforts.

Make your content remarkable or don’t bother

LinkedIn currently shows 193,813 job listings. Indeed claims it has listed 536,955 new jobs in the last seven days. Facebook has 346 open positions … in its Menlo Park headquarters alone.

It’s a crowded and confusing world for the average job seeker, but also one filled with plenty of opportunity for those with lots of talent or who are 99th percentile types. Think anyone is going to pay attention to your generic, copycat job description in a market like this?

All of your careers-related content — not just your job descriptions — needs to be remarkable. In this case, sometimes remarkable means choosing show over tell. Don’t just tell your candidates that your position comes with tremendous growth potential, show them what they could become in three or four years. Don’t just tell someone that they will be working with top talent, show them the talent.

Example: Check out what Tableau software does with its careers section. Yes, the pure user experience is a bit “heavy,” but Tableau surrounds the candidate with information – company story, photos, employee profiles, and culture-oriented videos.

Distribution is a critical piece of the puzzle

Here’s what the average company does with a job opening: Post on the corporate website. List on LinkedIn or Monster. Publish a generic “we’re hiring” message on its social media properties. And … that’s pretty much it.

And yet, a 2014 Jobvite survey tells us that more than half of currently employed U.S. workers are actively seeking or are open to a new job. If that doesn’t encourage you to get creative about your distribution, I’m not sure if anything will.

Get your employees involved. Assuming you’ve created an environment where people like to work, they are your most effective recruiters. Give them one-click options for sharing, though. Keep it simple, stupid.

Example: When Right Source Marketing has open positions (that’s right – we’re hiring!), we send a distribution email to all employees asking for help, and we keep it super simple. After all, employee referrals are typically the best referrals. See below for a sample.

Tell (and sell) your story

CIO, CTO & Developer Resources

Have you ever been in an interview where the interviewer nails the whole, “Here’s who we are, where we came from, and where we’re headed,” speech? It’s that moment when, as a candidate, you get so fired up about helping this company achieve its mission that you start to compromise on logic, negotiating position, and even location.

As the company doing the recruiting, you have to capture that spirit and find a way to do it via digital content. Use video. Use written testimonials. Use employee bios. But just keep telling the same story, with the same passion.

Example: Phunware, one of the fastest growing software companies in the U.S., uses a corporate video to showcase the company’s people and long-term vision.

Help your candidates build their own story

Most companies do a mediocre job of explaining the types of career paths available to prospective employees, both inside and outside the company. Today’s job seekers, especially millenials, are desperately seeking a clear path to their next big thing — so help them out. Tell them where they can go inside the company. Tell them what they can achieve outside the company. But if you choose to tell them nothing, chances are you’ll be dealing with the candidates who offer no help in moving your business forward.

Example: memoryBlue, a Right Source client, uses its Alumni Directory and Alumni Profiles to showcase what its best people do after they leave the company. As a training ground for some of the best of the best in high-tech sales, the company is proud to see some of its top people move on to more prominent sales careers.

Use your existing marketing assets and tactics

If hiring the best people is critical to your company’s success, then you’d stop at nothing to reach, engage with, and bring on those people, right?

Then don’t forget to bring out the big guns, and throw all of your existing marketing assets at these candidates. Chances are you already have some stellar blog posts that display your thought leadership, some media coverage that shows your company is a cool place to work, or maybe some awards that acknowledge your company’s industry leadership.

Use it all. Don’t hold back.

Example: CustomInk doesn’t hide from the idea that its employees absolutely love the company, and it does a phenomenal job at promoting its workplace benefits.

Make an investment in content marketing for recruitment

Not unlike your business-to-business content marketing efforts, your business-to-candidate content marketing efforts require a budget, a plan, and the right people running the show.

Mike Sweeney and Right Source Marketing help organizations build their marketing strategy, organize the structure to accommodate that strategy, and deliver the specific services to execute that strategy. We do this through a unique model that provides senior level strategic consulting as well as specific services that cover every area of an organization’s marketing plan.

Internet of Things (IoT) will be a hybrid ecosystem of diverse devices and sensors collaborating with operational and enterprise systems to create the next big application.
In their session at @ThingsExpo, Bramh Gupta, founder and CEO of robomq.io, and Fred Yatzeck, principal architect leading product development at robomq.io, will discuss how choosing the right middleware and integration strategy from the get-go will enable IoT solution developers to adapt and grow with the industry, while at the same time reduce Time to Market (TTM) by using plug and play capabilities offered by a robust I...

After making a doctor’s appointment via your mobile device, you receive a calendar invite. The day of your appointment, you get a reminder with the doctor’s location and contact information. As you enter the doctor’s exam room, the medical team is equipped with the latest tablet containing your medical history – he or she makes real time updates to your medical file. At the end of your visit, you receive an electronic prescription to your preferred pharmacy and can schedule your next appointment.

SYS-CON Events announced today that Solgenia will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY, and the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA.
Solgenia is the global market leader in Cloud Collaboration and Cloud Infrastructure software solutions. Designed to “Bridge the Gap” between Personal and Professional Social, Mobile and Cloud user experiences, our solutions help large and medium-sized organizations dr...

While not quite mainstream yet, WebRTC is starting to gain ground with Carriers, Enterprises and Independent Software Vendors (ISV’s) alike. WebRTC makes it easy for developers to add audio and video communications into their applications by using Web browsers as their platform. But like any market, every customer engagement has unique requirements, as well as constraints. And of course, one size does not fit all.
In her session at WebRTC Summit, Dr. Natasha Tamaskar, Vice President, Head of Cloud and Mobile Strategy at GENBAND, will explore what is needed to take a real time communications ...

SYS-CON Events announced today that Litmus Automation will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY.
Litmus Automation’s vision is to provide a solution for companies that are in a rush to embrace the disruptive Internet of Things technology and leverage it for real business challenges. Litmus Automation simplifies the complexity of connected devices applications with Loop, a secure and scalable cloud platform.

The world's leading Cloud event, Cloud Expo has launched Microservices Journal on the SYS-CON.com portal, featuring over 19,000 original articles, news stories, features, and blog entries.
DevOps Journal is focused on this critical enterprise IT topic in the world of cloud computing.
Microservices Journal offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication.
Follow new article posts on Twitter at @MicroservicesE

SYS-CON Events announced today the IoT Bootcamp – Jumpstart Your IoT Strategy, being held June 9–10, 2015, in conjunction with 16th Cloud Expo and Internet of @ThingsExpo at the Javits Center in New York City. This is your chance to jumpstart your IoT strategy.
Combined with real-world scenarios and use cases, the IoT Bootcamp is not just based on presentations but includes hands-on demos and walkthroughs. We will introduce you to a variety of Do-It-Yourself IoT platforms including Arduino, Raspberry Pi, BeagleBone, Spark and Intel Edison. You will also get an overview of cloud technologies s...

Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.
Accordingly, attendees at the upcoming 16th Cloud Expo at the Javits Center in New York June 9-11 will find fresh new content in a new track called PaaS | Containers & Microservices
Containers are not being considered for the first time by the cloud community, but a current era of re-consideration has pushed them to the top of the cloud agenda. With the launch of Docker's initial release in March of 2013, interest was revved up several notches. Then late last...

The WebRTC Summit 2015 New York, to be held June 9-11, 2015, at the Javits Center in New York, NY, announces that its Call for Papers is open. Topics include all aspects of improving IT delivery by eliminating waste through automated business models leveraging cloud technologies. WebRTC Summit is co-located with 16th International Cloud Expo, @ThingsExpo, Big Data Expo, and DevOps Summit.

SOA Software has changed its name to Akana. With roots in Web Services and SOA Governance, Akana has established itself as a leader in API Management and is expanding into cloud integration as an alternative to the traditional heavyweight enterprise service bus (ESB). The company recently announced that it achieved more than 90% year-over-year growth. As Akana, the company now addresses the evolution and diversification of SOA, unifying security, management, and DevOps across SOA, APIs, microservices, and more.

Wearable technology was dominant at this year’s International Consumer Electronics Show (CES) , and MWC was no exception to this trend. New versions of favorites, such as the Samsung Gear (three new products were released: the Gear 2, the Gear 2 Neo and the Gear Fit), shared the limelight with new wearables like Pebble Time Steel (the new premium version of the company’s previously released smartwatch) and the LG Watch Urbane.
The most dramatic difference at MWC was an emphasis on presenting wearables as fashion accessories and moving away from the original clunky technology associated with t...

SYS-CON Events announced today that robomq.io will exhibit at SYS-CON's @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY.
robomq.io is an interoperable and composable platform that connects any device to any application. It helps systems integrators and the solution providers build new and innovative products and service for industries requiring monitoring or intelligence from devices and sensors.

The list of ‘new paradigm’ technologies that now surrounds us appears to be at an all time high. From cloud computing and Big Data analytics to Bring Your Own Device (BYOD) and the Internet of Things (IoT), today we have to deal with what the industry likes to call ‘paradigm shifts’ at every level of IT.
This is disruption; of course, we understand that – change is almost always disruptive.

SYS-CON Events announced today that SafeLogic has been named “Bag Sponsor” of SYS-CON's 16th International Cloud Expo® New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY.
SafeLogic provides security products for applications in mobile and server/appliance environments. SafeLogic’s flagship product CryptoComply is a FIPS 140-2 validated cryptographic engine designed to secure data on servers, workstations, appliances, mobile devices, and in the Cloud.

GENBAND has announced that SageNet is leveraging the Nuvia platform to deliver Unified Communications as a Service (UCaaS) to its large base of retail and enterprise customers. Nuvia’s cloud-based solution provides SageNet’s customers with a full suite of business communications and collaboration tools.
Two large national SageNet retail customers have recently signed up to deploy the Nuvia platform and the company will continue to sell the service to new and existing customers. Nuvia’s capabilities include HD voice, video, multimedia messaging, mobility, conferencing, Web collaboration, deskt...

SYS-CON Media announced today that @WebRTCSummit Blog, the largest WebRTC resource in the world, has been launched.
@WebRTCSummit Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication.
@WebRTCSummit Blog can be bookmarked ▸ Here
@WebRTCSummit conference site can be bookmarked ▸ Here

SYS-CON Events announced today that Cisco, the worldwide leader in IT that transforms how people connect, communicate and collaborate, has been named “Gold Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY.
Cisco makes amazing things happen by connecting the unconnected. Cisco has shaped the future of the Internet by becoming the worldwide leader in transforming how people connect, communicate and collaborate. Cisco and our partners are building the platform for the Internet of Everything by connecting the...

Temasys has announced senior management additions to its team. Joining are David Holloway as Vice President of Commercial and Nadine Yap as Vice President of Product.
Over the past 12 months Temasys has doubled in size as it adds new customers and expands the development of its Skylink platform. Skylink leads the charge to move WebRTC, traditionally seen as a desktop, browser based technology, to become a ubiquitous web communications technology on web and mobile, as well as Internet of Things compatible devices.

Docker is an excellent platform for organizations interested in running microservices. It offers portability and consistency between development and production environments, quick provisioning times, and a simple way to isolate services.
In his session at DevOps Summit at 16th Cloud Expo, Shannon Williams, co-founder of Rancher Labs, will walk through these and other benefits of using Docker to run microservices, and provide an overview of RancherOS, a minimalist distribution of Linux designed expressly to run Docker. He will also discuss Rancher, an orchestration and service discovery platf...

SYS-CON Events announced today that Vitria Technology, Inc. will exhibit at SYS-CON’s @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY.
Vitria will showcase the company’s new IoT Analytics Platform through live demonstrations at booth #330. Vitria’s IoT Analytics Platform, fully integrated and powered by an operational intelligence engine, enables customers to rapidly build and operationalize advanced analytics to deliver timely business outcomes for use cases across the industrial, enterprise, and consumer segments.

In recent years, we’ve watched mobile, cloud technologies and Internet of Things (IoT) enable increased connectivity for every network and every industry, ranging from connected cars to commercial vehicles and fleet management to smart cities to data centers. At MWC, it was clear that professionals in these areas are continuing to make strides in their fields. Below are a few of the major developments we noticed and look forward to hearing more as 2015 progresses.

Recent announcements from Google about the future of Glass naturally ignited an explosion of commentary in the tech media. For those of us in the Glass at Work world, the news that Glass has “graduated” from Google[x] into a true business unit headed by Tony Fadell is very promising. Yet many outlets’ coverage focused on the end of the Glass Explorer program for consumers, characterizing it as the final death knell for the technology.

SYS-CON Events announced today the IoT Bootcamp – Jumpstart Your IoT Strategy, being held June 9–10, 2015, in conjunction with 16th Cloud Expo and Internet of @ThingsExpo at the Javits Center in New York City. This is your chance to jumpstart your IoT strategy.
Combined with real-world scenarios and use cases, the IoT Bootcamp is not just based on presentations but includes hands-on demos and walkthroughs. We will introduce you to a variety of Do-It-Yourself IoT platforms including Arduino, Raspberry Pi, BeagleBone, Spark and Intel Edison. You will also get an overview of cloud technologies s...

There's a lot of focus on the performance of mobile communications given the incredible rate at which mobile is outpacing legacy PC (did you ever think we'd see the day when we called it that?) usage. There's been tons of research on the topic ranging from the business impact (you really can lose millions of dollars per second of delay) to the technical mechanics of how mobile communications is impacted by traditional factors like bandwidth and RTT. Spoiler: RTT is more of a factor than is bandwidth in improving mobile app performance.

Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.
Accordingly, attendees at the upcoming 16th Cloud Expo at the Javits Center in New York June 9-11 will find fresh new content in a new track called PaaS | Containers & Microservices
Containers are not being considered for the first time by the cloud community, but a current era of re-consideration has pushed them to the top of the cloud agenda. With the launch of Docker's initial release in March of 2013, interest was revved up several notches. Then late last...

Although Windows 10 is not RTM yet, the following are the rumored version. However Microsoft is extending the reach by adding Windows 10 IoT to the above list. It is Windows 10 for embedded and supports universal apps and drives and can work for the whole spectrum of devices from simple devices to complicated industrial devices. With this additional version the Windows 10 is surely driving towards the OnePlatform concept.

An explosive combination of technology trends will be where ‘microservices’ and the IoT Internet of Things intersect, a concept we can describe by comparing it with a previous theme, the ‘X Internet.'
The idea of using small self-contained application components has been popular since XML Web services began and a distributed computing future of smart fridges and kettles was imagined long back in the early Internet years.

Wearable technology was dominant at this year’s International Consumer Electronics Show (CES) , and MWC was no exception to this trend. New versions of favorites, such as the Samsung Gear (three new products were released: the Gear 2, the Gear 2 Neo and the Gear Fit), shared the limelight with new wearables like Pebble Time Steel (the new premium version of the company’s previously released smartwatch) and the LG Watch Urbane.
The most dramatic difference at MWC was an emphasis on presenting wearables as fashion accessories and moving away from the original clunky technology associated with t...

Security is one the more prominent of the application service categories, likely due to its high profile impact. After all, if security fails, we all hear about it. The entire Internet. Forever.
So when one conducts a survey on the state of application delivery (which is implemented using application services) you kinda have to include security.
Which of course, we did.

The presentation describes the emergence of the On Demand Economy, how new super-scale ventures like Uber taxis, Airbnb and others are transforming the fundamental operating models for corporations and consequently destroying the competition in the industries they are disrupting.
They do so by leveraging the peer to peer model, cultivating marketplace models for dynamically matching demand and supply.
This was part of a week long trip around the Baltics, who already have significant pedigree in this field, with Estonia being home to Skype and also more recently TransferWise, who are disrupti...

I’ve been travelling recently. To places and fields that have limited to no mobile connectivity and this can be a challenge when a challenge arises.
Immediately following Mobile World Congress in Barcelona earlier this month, my family embarked on a multi-week European vacation. After spending a couple more days in Spain, we jumped on the rail to Paris for a couple days and then on to Rome for 10 days. The Eiffel Tower along with ‘I see London, I see France, I see Daddy’s….’ request was our daughter’s and Italy was something we’ve wanted to do for a while. During the train ride – which was fa...

SYS-CON Media announced today that @WebRTCSummit Blog, the largest WebRTC resource in the world, has been launched.
@WebRTCSummit Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication.
@WebRTCSummit Blog can be bookmarked ▸ Here
@WebRTCSummit conference site can be bookmarked ▸ Here

@ThingsExpo has been named the Top 5 Most Influential M2M Brand by Onalytica in the ‘Machine to Machine: Top 100 Influencers and Brands.' Onalytica analyzed the online debate on M2M by looking at over 85,000 tweets to provide the most influential individuals and brands that drive the discussion. According to Onalytica the "analysis showed a very engaged community with a lot of interactive tweets. The M2M discussion seems to be more fragmented and driven by some of the major brands present in the M2M space. This really allows some room for influential individuals to create more high value inter...

At the recent Mobile World Congress 2015 (MWC) in Barcelona, we heard operators and vendors discuss the future of mobile network connectivity around the globe. While we look forward to new updates on this subject (and updates from these major players), the conference was also ripe with examples of how mobile technology is driving other areas of innovation. In our second blog of this series, we’ll explore this impact on the development of the Internet of Things (IoT), financial transactions and personal devices.

The competition among public cloud providers is red hot, private cloud continues to grab increasing shares of IT budgets, and hybrid cloud strategies are beginning to conquer the enterprise IT world.

Big Data is driving dramatic leaps in resource requirements and capabilities, and now the Internet of Things promises an exponential leap in the size of the Internet and Worldwide Web.

The world of SDX now encompasses Software-Defined Data Centers (SDDCs) as the technology world prepares for the Zettabyte Age.

Add the key topics of WebRTC and DevOps into the mix, and you have three days of pure cloud computing that you simply cannot miss.

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